Question 1

Sales promotion is best utilized independently of other promotional forms.

Accepted Answer

A) True 
 B)False

Question 2

The form of promotion that can be distinguished by media payment,a nonpersonal presentation,out-of-store mass media,and an identified sponsor is _____.

Accepted Answer

A)  personal selling
B)  sales promotion
C)  advertising
D)  public relationsE) A) and C)
F) All of the above

Question 3

A characteristic of direct mail is _____.

Accepted Answer

A)  a long lead time
B)  a targeted audience
C)  low flexibility
D)  good editorial contentE) None of the above
F) A) and B)

Question 4

In-store displays designed to increase sales are examples of _____.

Accepted Answer

A)  ensemble displays
B)  promotional displays
C)  point-of-purchase promotion
D)  personal sellingE) B) and D)
F) B) and C)

Question 5

The difference between a vertical cooperative advertising agreement and a horizontal cooperative advertising agreement is based on _____.

Accepted Answer

A)  media utilized
B)  cost sharing participation levels
C)  message standards
D)  which channel members are involvedE) A) and D)
F) B) and C)

Question 6

Extensive coverage is comprised of _____.

Accepted Answer

A)  low reach and low frequency
B)  low reach and high frequency
C)  high reach and low frequency
D)  high reach and high frequencyE) A) and B)
F) A) and C)

Question 7

A major advantage of publicity is _____.

Accepted Answer

A)  ease in planning
B)  no costs for total publicity effort
C)  high believability
D)  control over message placementE) C) and D)
F) B) and D)

Question 8

Advertising,public relations,personal selling,and sales promotion are the four elements of _____.

Accepted Answer

A)  communication channels
B)  communication
C)  selling
D)  promotionE) A) and B)
F) A) and C)

Question 9

The major difference between an order-taking salesperson and an order-getting salesperson is based on _____.

Accepted Answer

A)  the degree to which a salesperson informs and persuades customers
B)  the method of compensation
C)  who pays the salesperson
D)  the salesperson's experienceE) A) and B)
F) None of the above

Question 10

The first step in planning a retail promotional strategy is _____.

Accepted Answer

A)  evaluating the success of past promotional strategies
B)  determining the promotional mix
C)  establishing an overall promotional budget
D)  determining promotional objectivesE) All of the above
F) A) and B)

Question 11

"Do you want to pay for the item by cash,credit card,or check?" illustrates what selling function?

Accepted Answer

A)  greeting customers
B)  closing the sale
C)  sales presentation
D)  demonstration of goods/servicesE) B) and C)
F) A) and B)

Question 12

A new store location being announced in an advertisement is an example of a reminder advertisement.

Accepted Answer

A) True 
 B)False

Question 13

A magazine with a circulation of 2,500,000 has a per-page advertising rate of $30,000.Sixty percent of the magazine's readers are target customers for the retailer.The retailer's real cost per thousand for this magazine is _____.

Accepted Answer

A)  $12
B)  $20
C)  $114
D)  $192E) B) and C)
F) A) and B)

Question 14

An example of a good retail promotional objective is to _____.

Accepted Answer

A)  generate store traffic
B)  increase store loyalty
C)  encourage shoppers to recommend friends
D)  increase sales by 20 percent over the same period last yearE) A) and B)
F) All of the above

Question 15

Controlled costs and the use of computerized data bases characterize _____.

Accepted Answer

A)  daily newspapers
B)  direct mail
C)  local magazines
D)  transit advertisingE) B) and C)
F) A) and B)

Question 16

A firm cannot devote its total promotional efforts to publicity since _____.

Accepted Answer

A)  the sponsor is not identified
B)  it has less credibility than advertising
C)  public relations staff costs are high
D)  there is no control over message,timing,placement,and degree of coverageE) A) and B)
F) All of the above

Question 17

The steps a consumer goes through when reacting to promotion are called _____.

Accepted Answer

A)  information search
B)  Herzberg's theory of motivation
C)  the hierarchy of effects
D)  the consumer's decision processE) B) and C)
F) C) and D)

Question 18

The promotion form that most stresses increasing short-run sales volume and emphasizes novelty is _____.

Accepted Answer

A)  sales promotion
B)  public relations
C)  personal selling
D)  advertisingE) C) and D)
F) None of the above

Question 19

At a small retailer,responsibility for the promotion function is most likely with the _____.

Accepted Answer

A)  owner-manager
B)  advertising agency
C)  advertising department of a daily newspaper
D)  in-house advertising agencyE) B) and C)
F) All of the above

Question 20

In a vertical cooperative advertising agreement,two or more retailers share an advertisement.

Accepted Answer

A) True 
 B)False

Exam 19: Promotional Strategy

A characteristic of direct mail is _____.

Correct AnswerverifiedShow Answer

"Do you want to pay for the item by cash,credit card,or check?" illustrates what selling function?

Correct AnswerverifiedShow Answer

Controlled costs and the use of computerized data bases characterize _____.

Correct AnswerverifiedShow Answer

The steps a consumer goes through when reacting to promotion are called _____.

Correct AnswerverifiedShow Answer

The difference between a vertical cooperative advertising agreement and a horizontal cooperative advertising agreement is based on _____.

Correct AnswerverifiedShow Answer

A new store location being announced in an advertisement is an example of a reminder advertisement.

Correct AnswerverifiedShow Answer

The form of promotion that can be distinguished by media payment,a nonpersonal presentation,out-of-store mass media,and an identified sponsor is _____.

Correct AnswerverifiedShow Answer

An example of a good retail promotional objective is to _____.

Correct AnswerverifiedShow Answer

At a small retailer,responsibility for the promotion function is most likely with the _____.

Correct AnswerverifiedShow Answer

In a vertical cooperative advertising agreement,two or more retailers share an advertisement.

Correct AnswerverifiedShow Answer

Extensive coverage is comprised of _____.

Correct AnswerverifiedShow Answer

A major advantage of publicity is _____.

Correct AnswerverifiedShow Answer

The promotion form that most stresses increasing short-run sales volume and emphasizes novelty is _____.

Correct AnswerverifiedShow Answer

The major difference between an order-taking salesperson and an order-getting salesperson is based on _____.

Correct AnswerverifiedShow Answer

In-store displays designed to increase sales are examples of _____.

Correct AnswerverifiedShow Answer

Advertising,public relations,personal selling,and sales promotion are the four elements of _____.

Correct AnswerverifiedShow Answer

A magazine with a circulation of 2,500,000 has a per-page advertising rate of $30,000.Sixty percent of the magazine's readers are target customers for the retailer.The retailer's real cost per thousand for this magazine is _____.

Correct AnswerverifiedShow Answer

The first step in planning a retail promotional strategy is _____.

Correct AnswerverifiedShow Answer

Sales promotion is best utilized independently of other promotional forms.

Correct AnswerverifiedShow Answer

A firm cannot devote its total promotional efforts to publicity since _____.

Correct AnswerverifiedShow Answer

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